Fang Li talks about "the 80-million-yuan kowtow" in a recent post-screening event. [Photo provided to China Daily]

Some suspected that the video was a marketing ploy, but Zhang Wei, vice-president of the China Film Criticism Society, provided details that confirmed the incident.

Shortly before what's now called "the 80-million-yuan kowtow", Zhang and a bunch of students were with Fang, and they extolled the latter's integrity in continuing to support the country's quality films.

"He was touched, and maybe he drank some wine afterward," says Zhang.

Fang brushed this off, saying "Had I known my act would have this result, I would not have waited a week before kneeling."

Fang told me that his act was inspired by the internet meme "guiqiu"－a humorous term that literally means to kneel down and beg－rather than by an ancient practice in China, which carried more solemnity and self-debasement.

"I would not do it even for my own films," says Fang.